台灣資訊電子代工廠進入藍芽產業之經營策略研究

Abstract

面對產業激烈競爭和挑戰與科技不斷的創新帶動新的市場發展，台灣資訊電子代工廠商，需要全方位思考與慎重地執行企業新的成長策略。多年來，藍芽技術經過Bluetooth Special Interest Group持續不斷地努力與推展，逐漸由陌生轉為消費大眾所認知。個人在八年前，偶然機緣進入藍芽無線通訊產業，與藍芽技術一起歷經市場起伏，深覺藍芽無線通訊產業為一看似簡單實為複雜之產業，值得進一步深入研究。 本論文乃以藍芽無線通訊產業為背景來分析及探討台灣資訊電子代工廠商，當他以藍芽產業做為其事業成長之基礎時，其進入藍芽產業之相關經營決策。本論文期能達成下列目標： 1. 探討台灣廠商以藍芽產業為基礎之多角化動機為何。 2. 分析與比較廠商可以選擇何種進入方式(內部成長、併購)與 進入類型(相關或非相關性多角化、垂直整合等)之策略。 3. 探討那些因素影響其進入決策的選擇(動機、產業面與事業 面、策略面與營運面)。 本論文將廣泛應用管理理論與實務，深入解析藍芽無線通訊產業，並建立一觀念性架構，做為本研究分析之基礎。我們將選擇數家台灣公開上市的廠商做為研究對象，進行個案訪談，分析與比較其動機、其採用的方式與類型等相關進入決策，歸納出不同公司決策的異同，並進而修正本論文所建立的觀念性架構。 期許本論文之研究結果，能做為有意進入此領域的廠商或人士，其經營與管理之參考，與做為經營管理實務之工具。

Facing various competitions and unceasing innovations that lead to new market development, the Taiwanese IT companies need to prudently think over their corporate growth strategies under such dynamic circumstances. It has been many years since Bluetooth Special Interest Group has endeavored to merchandise and promote Bluetooth technologies, which has helped to familiarize the public consumers with relevant Bluetooth products. In an incidental occasion I was assigned to study Bluetooth technology which was relatively innovative compared to other digital wireless technology about eight years ago. Since then, I have experienced many ups and downs of the Bluetooth market and deeply thought that the Bluetooth industry may seem easy while it is rather complicated and worth further research. Based on such background, in this thesis, we will study how the Taiwanese IT companies draw up their business strategies before they decided to step in such a competitive industry. It is expected to achieve the following objectives: 1. To study the motive of Taiwanese IT companies to explore their new business based on Bluetooth market. 2. To analyze and compare their various strategies to enter this industry (internal development, Merge and Acquisition, related or un-related diversification, vertical integration, etc). 3. To study what factors may influence their entry strategies. By applying many diversification theories, this research has established a conceptual framework, which is used as a tool for achieving the above objectives. Several Taiwanese IT companies who have gone public in stock market have been selected as the case studies. The interviews with the executives of each company have been conducted to analyze and compare their various strategies. The conclusions of this research and recommendations to the Taiwanese IT industry are also provided. It is hoped that this thesis can be used as an applicable reference for companies or professionals who have interests to enter this industry domain.